Trade Show Exhibits As Roadside Stands: What To Know When Your Booth Is Your Store

Designing a trade show stand to replace a conventional storefront presents some of its own unique problems. Learn how to design trade show exhibits that will grab attention from drivers and pedestrians alike in a variety of environments. 

Most people find it easy to imagine trade show exhibits as marketing tools. After all, they're omnipresent at most conventions, and they do very well at getting the word out about new companies and new products. When it comes to imagining a trade show stand as a point of sale in and of itself, however, even experienced marketing experts can have difficulty conceptualizing that. Displays meant for conventions can be adapted by forward-thinking businesses and turned into very effective street-level sales tools. Whether you are a company that sells primarily or exclusively through smaller storefronts such as street vending, or whether you're just interested in learning more about it, these tips will help you understand how to build a unit just for that purpose. 
Why Put A Trade Show Stand On The Street?
Roadside stands have a lot of visibility. Think of the flashy signs that you see while driving - even though you keep yourself focused on the road, you'll still notice them. When you're driving by again, if you need to pick up something that they have to offer, you'll be more likely to stop by. Roadside stands work on the same basic premise, although they're more commonly used for selling by smaller businesses. Farmer's markets and gift shops both benefit greatly from a roadside presence.
Purpose Building Trade Show Exhibits
There are a number of different factors that should be considered when you set out to design any kind of outdoor trade show stand, especially one meant to be a point of sale. The first concern should always be ensuring that the unit itself is built to withstand the elements. You shouldn't expect it to hold up under the stormiest conditions, but it should be built with sturdier materials than your typical unit. In particular, you'll want to be sure it will hold up in windy conditions. You need to know how it will be held down, and what will keep it from being a hazard to your staff.
After that, most concerns are aesthetic rather than related to safety. You'll need to decide on a theme before you start the building process. Your theme will likely be determined by your product. Once you have that settled, start sketching different trade show exhibits and discussing them with your staff. Many roadside exhibits are run by individuals, so if you don't have a strong company to back you up, just run the ideas past your friends and family.
The More Interesting, The Better!
Roadside exhibits that succeed all have one thing in common: they quickly and effectively let customers know what they have for sale. You need big signs, bold colors, and clear, concise information. Especially when people are driving, they don't have time to read more than a few words. Advertise exactly what you're offering, ideally using pictures to make things even more clear. After that, it's just a matter of time. Depending on your product, people may stop and visit your trade show stand right then, or they may remember it and stop in the future. 

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